Marketingová strategie vybraného průmyslového podniku

Abstract

I focus on the marketing analysis of the ISMM production & Business Cooperation s.r.o. in my dissertation. Specifically I dealt with the PEST analysis, SWOT analysis, 4P product strategy, BCG analysis and five forces model. The theoretical parts of my work include the introduction, company characteristics and theoretical background .I describe here the company impact to the market and the industry in which it operates. The individual analysis, that will be used in the practical part of my dissertation, are also explained in this chapter. The practical part is divided into the actual marketing analysis of the company, its evaluation and conclusion.